Guillermo V. sent in this sample commercial created by a design firm; they created a theoretical (as far as we can tell) ad for Seat, a European car company. The girls are called “Seat girls.” The ad is titled “This is not an ad about cars.”
One of our readers, Dave, translated the dialogue at the end as:
“How much does the car cost?”
“I don’t care. I’ll get it.”
Reader tgs suggests it’s more along the lines of,
“How much did you say the car was?”
“I don’t care. I’ll take two.”
As I was watching the video my boyfriend leaned over and asked, “Why are you watching a strip show on your computer?”
In addition to the way women are used to sell cars, it’s annoying how women’s sports (that’s supposed to be a women’s volleyball team) are depicted as just an opportunity to ogle hot women.
Thanks, Guillermo!
UPDATE: Elena points out that this appears to be a video the design firm put together to get attention, and probably wasn’t actually picked up by SEAT and used as an actual commercial. If any of our European readers have any input, we’d love to hear it.
In a comment Abby says,
I think this ad makes explicit what was barely concealed during the Olympics – that for many viewers, women’s beach volleyball is basically a sexy dance routine…During the Olympics, even the sports reporters (at least the male ones) couldn’t restrain themselves from commenting on how much they enjoy watching women’s beach volleyball – and not because of the athleticism.
Thanks to all our readers for their excellent insights and comments!
